Volume 29, Issue 5, 2020
DOI: 10.24205/03276716.2020.1093
Relationship Marketing and Perception Service Quality Model of Business Operator of Homestays in Samut Sakhon Province of Thailand
Abstract
The purpose of this research was to investigate the application of relationship marketing, and perception service quality model by the successful business operator of homestays in Samut Sakhon province of Thailand. The study therefore analyzed the components of four latent variables of the relationship marketing, perception service quality, satisfaction, and successful business operator of homestays. The analytical aspect was geared towards establishing both direct and indirect effects of the relationship marketing, perception service quality, and satisfaction on the successful business operator of homestays in Samut Sakhon province. The research was also investigated the relationship marketing and perception service quality model of business operator of homestays. Quantitative methodology was applied using structured questionnaire to collect data from a representative sample of 570 respondents. The data were analyzed by using descriptive statistics of percentage, mean and inferential statistics of Confirmatory Factor Analysis, Path Analysis and Structural Equation Modeling (SEM). The research found that the four variables of study, the relationship marketing, perception service quality, satisfaction, and successful business operator of homestays in Samut Sakhon were ranked at high level (X between 3.89 to 4.08). The confirmatory factors analysis revealed that the relationship marketing has the highest in the most customer relationship management, the perception service quality factors was trustiness, satisfaction factors was atmosphere, the successful business operator of homestays in samut sakhon was suggest and tell. The results of the structural equation model analysis found that the relationship marketing has direct effect on successful business operator of homestays in Samut Sakhon (DE = 0.332). Perception service quality has direct effect on successful business operator of homestays in Samut Sakhon (DE = 0.239). Satisfaction has direct effect on successful business operator of homestays in Smut Sakhon (DE = 0.372). Overall, these variables (relationship marketing, perception service quality and satisfaction) influenced 54.2 % (R2 = 0.542) of variation in successful business operator of homestays in Samut Sakhon. The constructed model corresponded with the empirical evidence of all variables (χ2 = 95.97, df = 76, χ2/df =1.26, P = 0.06, SRMR = 0.07, RMSEA = 0.02). The research recommended that Operator Homestay Business should be featured Improve Relationship marketing Perception of service quality to create satisfaction
Keywords
Relationship Marketing, Perception Service Quality, successful business operator of homestays